Put some of the following tips into action and you'll not only see more people coming back each week to your classes but you'll likely see a few new members as word spreads as well!
Most of the following are in no particular order, but I'm going to start with THE MOST IMPORTANT one first as so often it's overlooked in larger classes, especially the ones run by the bigger gym chains...
1) BUILD RELATIONSHIPS
Take the time to get to know the people attending your class. Find out their name, remember it and be sure to use it when you encourage them during the class. If people arrive early or hang around after take time to have a chat; ask them about their day or week; find out if they go to any other classes or what else they do for fitness; ask them what their favourite and least favourite parts of your class are; engage with them.
Class goers are far more likely to come back if they look forward to seeing you as well as coming to the class. Remember, it's often the instructor that gets recommended by word of mouth rather than the class itself.
I appreciate this is often more difficult at big classes but it's not impossible. The key is to try and be selective and prioritise. Target people who are new first, then those you feel may drop out without encouragement, then anyone you have not got to know yet, then anyone else. Leave your mates, and anyone who comes along to support YOU last and don't fall into the common trap of spending all your time talking to them.
And boys... don't spend your time chatting up and flirting with the pretty girl who happened to turn up; a) she is probably the least likely to come back, especially after you have finished trying to impress her and b) it's a guaranteed way to put off any other members with body image issues (which by the way is 90% of them).
Ultimately your goal is to build a client base many of whom would regard you as a friend. It's far harder to say 'no' to a friend or to let them down!
2) Loyalty cards
It's easy to create a simple loyalty card at home. On one side have a grid of 10 squares and the member's name. On the reverse have your class details (in case anyone asks the carrying member about it). Each time someone attends they get you to initial one of the squares. The quickest and easiest way is for people to hand them in at the start of the class and you to initial all of them in one go and hand them back at the end. When they have a full card you can give them a freebie. What that is up to you... a free class, a free PT session (good way of winning PT clients), a sweat towel, a drinks bottle... anything they would find worthwhile. Make sure that it's within budget though. You need to know how much profit you make on each class member and make sure the cost per unit is well within that.
3) Fit for a fiver...if you bring a friend
Be willing to offer a reduced price entry fee to your class IF your class member comes with someone. To make it work your reduced price must be over 50% of what you normally charge, but low enough to make it worthwhile. So if you normally charge £7, £5 would be a good place to start. £5 is easier to handle from a change point of view as well!
4) Free samples
If you sell any products as part of your business or you get given any (surprisingly easy to get endless free samples of supplements!) then give them away on a regular basis to your class goers. If you sell the products you may pick up some new retail customers too. Either way, it's all about added value for your class members.
5) Create a sense of belonging
I always refer to class attendees as members. Just because they don't pay a monthly gym fee to you doesn't mean they shouldn't feel that they "belong". This maybe as simple as issuing a Membership Card or a Loyalty Card (see 2) or you could give them something once they have attended x number of classes which shows your brand. This could be a printed drinks bottle, printed/embroidered towel or sportswear. Personally I favour the tee shirt with your your logo and/or slogan on it, perhaps with a web address. You could even have a different colour for higher numbers of classes attended to make it more of a recognition of their achievement. The added benenfit of this is when they wear it to the class they are advertising your business to and from.
6) Refer a friend scheme
Quite simply, if they introduce a new member to your class, they get something free. As above, this maybe a free class, drinks bottle or whatever. The free class is the easiest option in this instance as often you will find the same people are bringing new people each week and you'll soon run out of relevant gift ideas. The free class is also the cheapest option for you!
7) Weigh ins
Now personally I have never used this one, for the same reason I don't like weigh ins at weight loss clubs. Most classes take place in the evening. By then someone may have had 3 meals, snacks, drinks, been to the loo x numbers of times that day and so on. With so many variables obtaining an accurate weight for comparison purposes is a challenge. The danger is that if someone is heavier at that moment (even though they may be lighter in the morning) they will be demotivated for the class.
THAT SAID... many people I know have used this option with some success and weight loss clubs are built on the principal that people go for the weigh in, competition and recognition more than they do the advice and slimming strategies on offer.
8 ) Create some competition between members
A competitive attitude can do wonders for bringing people back each week. It could simply be a league table of the number of classes attended. A fun one for circuit style classes is to get members to count the number of reps they do at each station and write on a card between sets. Assign points 3, 2, 1 based on the exercise or the modifier of each one. Points are calculated by multiplying reps by difficulty and adding the total which they can do at end of each class before submitting their cards. You can then keep a league table which you display each week. If you want to create added peer pressure to get people to keep coming back AND help them to build relationships and friendships within the class, make it a team league table. This is better if you have some people in the class who individually are likely to be at the bottom of the table quite a bit.
9) First class free
Ok so not so much as a retainer as one to get people to step in the door in the first place. However, it creates a feel good, nothing to lose, added value approach right from the outset.
10) Encourage social activities
If you are running an evening class and you don't have another straight after, perhaps arrange a monthly after class social at the nearby watering hole. In the Summer if you run daytime classes which are normally indoors or you run outdoor classes anyway, then suggest a picnic afterwards - these are great for spying on your class members normal eating habits and are a great time to offer some nutritional advice... They will ALL be watching what YOU unpack from your picnic box! If you are fortunate enough to have a healthy cafe near or attached to your venue perhaps negotiate a discount for your members after your classes.
There has been a massive rise in "social" classes in the last year or so. Be it the yummy mummies with their Buggyfit and Buggywalks or the 10k park runs, or walking groups... they are on the increase. It's all about relationships, belonging and being connected. So make an effort to connect to and to build connections for your class.
Keep training. Keep Smiling.
Mike
